MOBILE MONTH: Einstein heading to mobile

The AT Content division of AT New Media has negotiated a licensing agreement on behalf of Disney Mobile with the agency for the Albert Einstein estate, Greenlight Rights (formerly Corbis).

Following the deal, Disney Mobile will roll out Einstein's Brain Game. The title will feature 20 brain training exercises, taking the user on a journey through Einstein's theories of relativity and ideas about the solar system.

It features four categories - maths, memory, logic and visual coordination - as well as a bonus Sudoku puzzle game. Einstein is on hand 'virtually' throughout the game to offer advice and comments.

In addition, an online community portal will feature a competition to allow gamers to compete with other players across Europe. It will also feature a free bonus quiz to text general trivia knowledge.

"These mental challenge games are hugely engaging and are ideally suited to the mobile platform, being easy to pick up and play at any time," said Sunil Gunderia, VP of mobile at Walt Disney Internet Group. "We believe that the iconic Einstein image and name combined with the popularity of brain training and puzzle games will bring in new audiences to mobile gaming."

Paul Comben, CEO of AT New Media, added: "Disney wanted a brand for their entry into the popular yet competitive genre of brain training games for mobile phones. And we are delighted to have teamed them up with Greenlight Rights for these excellent Einstein branded games."